Não curti! Fatores de insatisfação relacionados a empresas ou marcas presentes nas redes sociais

Abstract

<p>The aim of this study is to identify the factors of dissatisfaction related to companies or brands in social</p><p>networks and their consequences. To this end, 40 interviews were conducted and classified according to the</p><p>critical incident technique in the following categories, regarding factors of dissatisfaction: information</p><p>overload, false advertising, failure to communicate with the company / customer return, the inadequacy to</p><p>the customer profile and invasion of privacy. The consequences were classified into the following categories:</p><p>irritation and boredom, abandonment, loss of trust, intention to claim, intention of word of mouth, and</p><p>acceptance. Some propositions derived from these categories are presented. Finally, in concluding remarks,</p><p>theoretical and managerial implications, limitations and suggestions for future research are presented.</p>